Embed Size (px)
DESCRIPTION
How to understand the difference between features and benefits, know when to use the right features and how to effectively convey benefits
Citation preview
Features vs. Benefits
1
“What you are trying to sell is meaningless, unless you
understand why the customer wants to buy it.” ~Jeffrey Gitomer
How do we become Masters of benefits communication?
3
• Know the difference• Ask the right questions• Understand benefit drivers• Use word pictures, stories and
analogies• Understand the importance of how a
feature benefitted a previous customer
Effectively understanding and communicating benefits will:
4
• Increase your credibility• Increase your closing percentage• Better match your product directly
to the customer’s needs• Increase your Average Sales Price
(ASP)
81% stated that staying within a budget was very important.
72% stated that when shown high value they would definitely exceed budget by 20%
Value always trumps price. Value is driven by benefits.
Features vs. Benefits - ASP
In a Simonton survey:
“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”~Theodore Levitt
Features vs. Benefits
Features vs. Benefits
True or false?
All features have value to customers
Features vs. Benefits
True or false?
All features have value to customers
TRUE
Features VS. Benefits
”A benefit is only a benefit if the customer sees value in it.”
Features vs Benefits - Ask Questions!
Effectively gaining your customer’s confidence in you
Why are we here today?What do you hope to accomplish with this project?What don’t you like about your existing windows?
Follow up questions are necessary to dig deeper (3x)
Asking the right questions will uncover the customer’s hot buttons and teach YOU how to sell to THEM
http://www.sellingpower.com/content/article/?a=8086/reverse-selling-psychology/
From Reverse Selling Psychology by David H. SandlerAsking questions is paramount to the salesperson’s success.
The following slides are some examples.
http://www.sellingpower.com/content/article/?a=8086/reverse-selling-psychology/
From Reverse Selling Psychology by David H. Sandler
Questions alone can sometimes appear harsh and arrogant. A softening statement creates a less defensive atmosphere for the prospect while ensuring a straight answer. Let's look at a few softening statements.
Example #2:"Good question.""I'm glad you asked me that.""That's a good point.""That seems to be an important question to you."
If you speak quietly and use softening statements, you will calm the prospect, and your questions will surface in a non-offensive way.
Asking the RIGHT questions
The wrong way
Customer: How do the locks work?Consultant: They are dual action cam locks. They pull the upper and lower sash apart as well as the meeting rail together. This, along with additional weather stripping at the meeting rail, creates a very tight seal.
Customer: Oh, I see. And they’re strong?Consultant: Yes. Our locks are very strong
If you do not know the motivation behind the question, ask questions
until you do.
Asking the RIGHT questions
The Right Way
Customer: How do the locks work?Consultant: That’s a great question, and I will show you. Why is that important to you?
Customer: I don’t think my existing locks are very good, and I want to see how these work.Consultant: This seems to be an important topic for you. What don’t you like about your existing locks?
Customer: My home was broken into last year. I want to make sure it doesn’t happen again.
Now you understand the motivation and can cater your presentation accordingly, directly
addressing hot buttons
Value
Give the 72% a reason to spend more money
Value
Features Verses Benefits
17
Features tell – benefits sellHow to effectively convey benefits
• Reword into customer’s language• “which means to you” segue• Turn everything into an advantage• Don’t show off knowledge with terminology. (We all know
how smart you are but that doesn’t mean you will sell more.)• Tell a story of how the feature helped another customer
Features vs. Benefits
F.A.S.T
Feature – know it well
Application – when does it apply? Who is the ideal customer?
Story Telling – find an easy way to apply value for the customer
Features vs. Benefits
F.A.S.T ExampleFeature: Low E GlassWhat is it?: Coats of silver oxide applied during the semi-molten stage of the glass manufacturing process which aids in the fading effects of UV rays and reflects radiant heat
Application: The customer who finds energy efficiency important, or when fading is present
Story Telling: (Energy Efficiency) It acts like a mirror, reflecting heat back outside when your air conditioner is on and reflects it back inside when your furnace is running(UV) It’s like invisible sunscreen on your windows
Features vs. Benefits
F.A.S.T ExampleFeature: Multiple chambers in frame and sashWhat is it?: Several chambers which provide structural stability to the unit as well as dead air chambers for insulation value
Application: The customer who finds energy efficiency important, or when structural integrity (longevity) is important
Story Telling: (Energy Efficiency) When it is cold outside, you might put on a sweater to keep warm. This provides a chamber of dead air space for insulation against the cold. Imagine if you could put on a dozen sweaters – that is what Simonton Windows offer – many dead air chambers.(Structural) What you see is what you get. Simonton Windows will look the same in 20 years as they look today because of it’s beefy design.
Features Verses Benefits
21
Examples: “Which Means to You”
Feature Benefit“Been in business for 23 years”
“Low E glass”
“Constant Force Balance System”
“Fusion Welded Frames and Sashes”
“Argon Gas”
“Warranty”
Features Verses Benefits
22
Feature Benefit“Been in business for 23 years” Service provider longevity/POM
“Low E glass”
“Constant Force Balance System”
“Fusion Welded Frames and Sashes”
“Argon Gas”
“Warranty”
Examples: “Which Means to You”
Features Verses Benefits
23
Feature Benefit“Been in business for 23 years” Service provider longevity/POM
“Low E glass” Mirror for heat/Sunscreen
“Constant Force Balance System”
“Fusion Welded Frames and Sashes”
“Argon Gas”
“Warranty”
Examples: “Which Means to You”
Features Verses Benefits
24
Feature Benefit“Been in business for 23 years” Service provider longevity/POM
“Low E glass” Mirror for heat/Sunscreen
“Constant Force Balance System”
8000 cycles = >20 years longevity
“Fusion Welded Frames and Sashes”
“Argon Gas”
“Warranty”
Examples: “Which Means to You”
Features Verses Benefits
25
Feature Benefit“Been in business for 23 years” Service provider longevity/POM
“Low E glass” Mirror for heat/Sunscreen
“Constant Force Balance System”
8000 cycles = >20 years longevity
“Fusion Welded Frames and Sashes”
Durability, energy savings
“Argon Gas”
“Warranty”
Examples: “Which Means to You”
Features Verses Benefits
26
Feature Benefit“Been in business for 23 years” Service provider longevity/POM
“Low E glass” Mirror for heat/Sunscreen
“Constant Force Balance System”
8000 cycles = >20 years longevity
“Fusion Welded Frames and Sashes”
Durability, energy savings
“Argon Gas” Swimming pool
“Warranty”
Examples: “Which Means to You”
Features Verses Benefits
27
Feature Benefit“Been in business for 23 years” Service provider longevity/POM
“Low E glass” Mirror for heat/Sunscreen
“Constant Force Balance System”
8000 cycles = >20 years longevity
“Fusion Welded Frames and Sashes”
Durability, energy savings
“Argon Gas” Swimming pool
“Warranty” Durability, longevity, POM
Examples: “Which Means to You”
Double Hung
Stainless Steel Constant-ForceCoil Balance
Allows for a maintenance free, system for sash stability.
Multiple Chambers Profile
Vinyl profiles are filled with dead air chambers that
increase window insulation and aides structural
integralityTilt in/Lift out Sash
Allow sash to tilt in for easy cleaning
Supercept Spacer SystemMakes for low conduction rates, moisture-resistance and thermal
efficiencyContoured Extruded Lift RailsAllows for easy opening –no matter how
big the window.
Flush Mounted Tilt LatchesFor a clean, smooth sash rail.
Dual Air LocksFor ventilation
Cam LockUnique designed secure
window lock
Fusion-Welded Frame and Sash
Profiles and sashes are fused together to create a weather tight, strong one-
piece unit.
Accessory GrooveFor the addition of decorative
trim & to aid in installation
3 ¼” FrameAllows to fit most
openings
Insulated Glass Unit
Double pane, Double strength glass with
Low E and Argon Gas for increased energy
performance
Exterior Frame
Meeting RailMakes for a tight seal with
our patented Inter-locking/Over-lapping
design
Extruded ScreensFor strength and durability
• Know the difference between a feature and its benefit
• Know when and how to use the right feature• Ask lots of questions to determine which
feature to discuss• Use segues like “Which means to you…” to
remember to discuss benefits• When possible, use other customers as benefit
examples• All points of value should relay a benefit• Use stories when possible
Features vs. Benefits SummaryTakeaways
Thank you
If you would like to participate in Simonton’s Master Consultant program or any other specific training, we are available for you. Please contact your
area’s DSM or Simonton’s training team directly:
[email protected][email protected]
Today’s module can be found online at:http://www.slideshare.net/Doug_thetrainer
